Making Presentations

That Stick

A guide by Chip Heath & Dan Heath

Selling your idea
Created in partnership with Chip and Dan Heath,
authors of the bestselling book Made To Stick,
this template advises users on how to build and
deliver a memorable presentation of a new
product, service, or idea.
 4P’s of Marketing Strategy for MSIT

● Logo branding – incorporate

RTUs logo to create a new
logo for MSIT program
● Slogan / Tagline for MSIT

● Improve webpage containing

more information regarding
MSIT program – General
Provisions, program
description, objectives, and
curriculum
● Use of infographics in
promoting the MSIT program
● Creation of email / chatbot
application answering
● Conducive physical enviroment queries (FAQs) of students
● Online learning platform for distant learning
● Accessible channels of distributions
 Promotion
Improve RTU’s web page containing more information regarding MSIT program – General
Provisions, program description, objectives, and curriculum.

Master of Science in Information Technology

 Promotion
● Use of infographics in promoting the MSIT program
1. Intro
Choose one approach to grab the audience’s
attention right from the start: unexpected, emotional,
or simple.

➔ Unexpected
Highlight what’s new, unusual, or surprising.

➔ Emotional
Give people a reason to care.

➔ Simple
Provide a simple unifying message for what
is to come
How many languages do
you need to know to
communicate with Tip

the rest of the world? In this example, we’re

leading off with something
unexpected.
While the audience is trying
to come up with a number,
we’ll surprise them with the
next slide.
Just one! Your own.
(With a little help from your smart phone)

Tip
Remember. If something
sounds like common sense,
people will ignore it.
Highlight what is
unexpected about
your topic.
The Google Translate app can
repeat anything you say in up
to NINETY
LANGUAGES from Tip

German and Japanese to Don’t wait till the end of the

presentation to give the
Czech and Zulu bottom line.
Reveal your product or idea
(in this case a translation
app) up front.
2. Examples
By the end of this section, your audience should be
able to visualize:

➔ What
What is the pain you cure with your solution?

➔ Who
Show them a specific person who would
benefit from your solution.

Tip
Tell the audience about the
problem through a story,
ideally a person.
Meet Alberto.
He recently moved from Spain to a
small town in Northern Ireland.
He loved soccer, but feared he had no
way to talk to a coach or teammates.
Meet Marcos.
He recently opened a camera shop
near the Louvre in Paris.
Visitors to his store, mostly tourists,
speak many different languages
making anything beyond a simple
transaction a challenge.
Story for illustration purposes only
Tip
If one example isn’t
sufficient to help people
understand the breadth of
your idea, pick a couple of
examples.
A translation barrier
left Alberto feeling
lonely and hurt Tip

Marco’s business. Ideally, speak of people in

very different situations, but
where each could benefit
from your solution.
Then, Marcos discovered
Google Translate
He has his visiting customers speak
their camera issues into the app.

He’s able to give them a friendly,

personalized experience by
understanding exactly what they need.
 A simple gesture
Coaches Gary and Glen knew no
Spanish.

Tip They used Google Translate to invite

Show how your solution Alberto to join in... “Do you want to
helps the person in
the story reach his or play?”... “Can you defend the left
her goals.
side?”
From outsider to star
Alberto scored 30 goals in 21 games. He is now being
scouted by several professional clubs in the Premier
League. And he’s a favorite of the other boys on the
team.
Tip
See a short video on Alberto’s story Stories become more
credible when they use
concrete details such as the
specific complex moves
Alberto learned through
Translate and his 30 goals in
21 games performance stats.
3. Examples
People need to understand how rare or frequent your
examples are.

Pick 1 or 2 statistics and make them as concrete as

possible. Stats are generally not sticky, but here are a
few tactics:

➔ Relate
Deliver data within the context of a story
you’ve already told

➔ Compare
Make big numbers digestible by putting them
in the context of something familiar
It’s no surprise Marcos uses Google Translate in
his shop regularly.

There are 23 officially

recognized languages Tip

in the EU. Don’t let data stand alone.

Always relate it back to a
story you’ve already told, in
this case, Marco’s shop.

Source: theguardian.com
More than 50 million Americans travelled
abroad in 2015

THAT’S MORE THAN

THE
POPULATION
OF
Tip
CALIFORNIA When a number is too large
or too small to easily

AND comprehend, clarify it with

a comparison to something
familiar.

TEXAS
COMBINED
Source: travel.trade.gov
4. Closing
Build confidence around your product or idea by
including at least one of the these slides:

➔ Milestones
What has been accomplished and what might
be left to tackle?

➔ Testimonials
Who supports your idea (or doesn’t)?

➔ What’s next?
How can the audience get involved or find
out more?
Milestones
October 2014 October 2015
Translate web pages with Translate text within an app
Chrome extension

2014 2015

August 2015 November 2015

Translate conversations Translate written text from
through your Android English or German to
watch Arabic with the click of a
camera
What people are saying
With this app, I’m Visual translation Translate has
confident to plan a feels like magic officially inspired
Ronny Reader, NYC
trip to rural me to learn French
Abby Author, NYC
Vietnam
Wendy Writer, CA

Quotes for illustration purposes only

Know a 2nd language?
Make Google Translate even
better by joining Tip

the community. Inspire your audience to act

on the information they just
learned.
Depending on your idea,
this can be anything from
downloading
an app to joining
an organization.
Good luck!
We hope you’ll use these tips to go out and deliver a
memorable pitch for your product
or service!

For more (free) presentation tips relevant to other

types of messages, go to
heathbrothers.com/presentations

For more about making your

ideas stick with others, check
out our book!